Holding a desire to restore tourism after a long period of hiatus sparked by unexpected COVID-19 surge, Da Nang is, for the time being, gearing up promoting communication to secure its image as a safe, friendly, hospitable destination to both domestic and international tourists in light of the still complicated global COVID-19 crisis.

The Da Nang Tourism Promotion Centre organised a livestream programme to introduce Da Nang cuisine to visitors in July 2021. Photo: DIEP NHU

According to recent revelation by the Da Nang Tourism Promotion Centre, the developed tourism communication plans in the new normal is divided into two main phases.

Phase 1, from now until December 31, 2021 features the media message ‘Da Nang Now Open’ with a focus on publicising the reopening of activities in Da Nang, and tourism programmes in particular, and promoting policy communications and tourism orientations in the current period.

During this phase, the local tourism industry will update information and regulations on the city’s fight against the coronavirus resurgence and inoculation against the highly contagious disease for local residents and the staff of tourism businesses, and the trial reception of foreign tourists as well.

Tourism communication will be promoted on social networking sites, online communication channels of travel review sites, tour operators, associations, businesses, airlines, large travel agencies and nearby provinces and cities in the form of news, articles, photo sets, videos and livestreams.

Also, there will be  communication links and cooperation with Da Nang tourism representatives in other countries, international news agencies and Vietnamese embassies in some countries to introduce Da Nang’s tourism products , programmes and need-to-grasp information on traveling to Da Nang.

Phase 2, expected from January, 2022 with the message ‘Enjoy Da Nang’, will promote the presence of Da Nang tourism on e- newspapers, television channels, and social networking sites in tandem with organising attractive new and preferential product packages.

Under the phase, the Da Nang tourism industry will strengthen coordination with tourism associations, domestic airlines and other provinces and cities to promote tourism with preferential new packages, products and services.

In addition, heed will be paid to strengthening digital marketing activities, introducing the VR360 technique to Da Nang tourism activities and promoting the city’s image on major international media channels like CNN.

More promotional activities will take place towards fully tapping fast-growing market segments such as healthcare, golf and eco-tourism through competitions, events, special cultural and sports festivals as well as large national and international conferences, seminars famtrips, presstrips; KOLs and famous bloggers.

Huynh Thi Huong Lan, the Deputy Director of the Da Nang Tourism Promotion Centre, said that, the ‘Da Nang Now Open’ will be live aired on social networking platforms Facebook, Tiktok and Instagram.

In particular, there are interactions between the host, tour guide and KOL introducing interesting experiences on Da Nang attractions and cuisine through travel-related information exchanges, quizzes with prizes and mini-games conducted before and during livestream programmes, which are slated to take place on November 20, December 4 and 18.

Expected locations are along the both banks of the iconic Han River, local food streets and some tourist attractions that have reopened to public.

Nguyen Xuan Binh, the Deputy Director of the Da Nang Department of Tourism, acknowledged that the diversification of tourism promotion and communication activities based on Industry 4.0 technologies to keep up with the world's trend of social network application is always a right direction that Da Nang tourism industry is following.

Besides its official website, Da Nang tourism has developed a series of social networking channels including Facebook, Instagram, Youtube and Tiktok. Notably, the social media channels of Da Nang tourism have all acquired verified blue ticks.

As of September 2021, the fanpage Danang Fantasticity had recorded 70,749 likes, 2 times higher than the figure in 2020. The interaction or engagement rate is now 5 times higher than last year.
In a similar vein, Instagram Danang Fantasticity and Tiktok Danang Fantasticity have lured nearly 20,000 and over 50,000 followers, respectively.

For many years, Da Nang has been one of the leading localities in the country in developing tourism which is smart and highly interactive with users. The city's tourism industry has focused on building a media brand, investing in digital technology in communication in a bid to bring more experiences and conveniences to visitors.

With regard to a scenario under which the Covid-19 pandemic may still complicatedly rage all over the world, Da Nang will stay stronger in securing its position as a safe destination by strictly and rigorously practicing the compulsory measures against the pandemic.

Reporting by DIEP NHU – Translating by A. THU